Courses of Study 2013-2014 
    
    Mar 29, 2024  
Courses of Study 2013-2014 [ARCHIVED CATALOG]

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NBA 6200 - Marketing Research


Spring. 3 credits.

Prerequisite: NCC 5010 , NCC 5030 , or equivalent.

Y. Park.

Deals with marketing research as a critical support function in corporations. The broad objective is to provide a fundamental understanding of marketing research methods employed by better-managed firms or proposed by leading academicians. The course is aimed at the manager, the ultimate user of marketing information, who is responsible for the scope and direction of research activities involved in obtaining, analyzing, and interpreting results of research. Covers the use of secondary sources of marketing information as well as qualitative research for designing studies and collecting primary data. Students are exposed to up-to-date methods in research design, qualitative research, measurement, data collection, and analysis. The emphasis is more on evaluating research methods and on interpretation and use of results, and less on mathematical derivations. Students are also exposed to the practical side of marketing research through case studies, problem sets, and projects.



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